From Nonprofit to Forprofit | Etie Hertz from Loris

As an M&A and VC lawyer at a big firm, Etie Hertz helped a lot of young entrepreneurs with big ideas. He had some big ideas of his own and decided to give them a shot. This eventually led him to starting and growing several businesses, including Loris.

Its technology originally developed out of a nonprofit and became highly sought by the private sector.

On this edition of Founders Journey, Etie discusses his path from lawyer to CEO and some of the important lessons he learned through these roles.

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Etie Hertz has 20 years of hands-on experience building, advising & scaling Technology-led organizations. He is the CEO of, Inc., which  empowers the world’s fastest-growing companies to have better conversations with their customers. Loris is an AI assistant for text-based conversations (chat/SMS/email) that plugs into existing customer service platforms (Zendesk, Salesforce, etc.).

Its real-time coaching software equips customer service teams with live guidance, helping agents respond to requests more efficiently and effectively, ultimately improving CSAT and customer LTV. Loris customers have seen a 25%+ boost in productivity, a 33% improvement in quality, all while ensuring consistency across agent performance and brand voice.

He was previously the Founder & CEO of Payment Revolution which provided payments technology and support to over 7,000 businesses and processed over $2 billion of transactions annually. Payment Revolution was acquired by ShopKeep, Inc., and Etie became the Chief Revenue Officer at ShopKeep, driving revenue growth from $15 million to over $40 million annually, serving almost 30,000 businesses. ShopKeep was acquired by Lightspeed POS, Inc. (NYSE: LSPD).

Prior to that, Etie was the co-founder and CIO of the Ronen Real Estate Fund, a real estate development fund focused on multi-family developments in and around the tri-state area. Etie began his career as an M&A and Venture Capital attorney, and practiced at two large, multinational firms.

Etie holds an MBA from Columbia University, where he graduated with Dean’s Honors, a JD from Benjamin N. Cardozo School of Law, where he served as the Supervisor Editor of the Law Review, and a BS in Finance from the University of Illinois at Urbana Champaign.




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